How Your BDC Can Minimize Leakage with Digital Customers

Did you know that less than 6 in 10 women car buyers report not being satisfied with the initial greeting at car dealerships? Last week, we discussed how to improve in-store guest engagement with 7 ‘face-to face’ suggestions.

However, when the initial interaction is via email or social media, your response is no less important. Digital communications have the advantage of being read when your customer has the time. It can actually be more relaxed and as effective as an in-store visit.

The number 1 resource women use when in the shopping funnel is dealers’ websites. Know that this market prefers to do business with a trusted resource. To improve these communications and convert more online browsers to buyers:

Tips for Improved Digital Communication

  1. Read the customer’s communication carefully before responding. What is her question? What information does she need? Take time to construct a concise response that creates trust. Keep it simple and to the point. Stay away from confusing industry jargon.
  2. Don’t start with a canned response. Your customer has taken time to engage with you, return the favor by starting with a personal response.
  3. Include reviews from women. Women rely on reviews 50% more than men. Include a link to reviews from her peers so she can discern the experience and culture and see how your dealership responds to great feedback and concerns.
  4. Why do business with you. Reviews help to shape beliefs about your dealership. However, it’s also important to manage expectations about the customer’s experience. Do you provide overnight concierge vehicles to service drive customers? Or, is 40% of your management team women-led? Or, do you create a comfortable and relaxed environment? Does your sales strategy include solution specialists that are low key and co-create relationships?
  5. Give her a reason to visit. Provide an incentive for her to take time to see what you have to offer. Use this platform to offer to wash her car or change the oil while she takes a tour of your facility. Have a few cars ready for a test drive. In short, make her visit efficient and productive.
  6. Provide value-add content. Some emails are outside the “price and payment” type. In these cases, link to content on your site to help guests navigate the many topics of car buying and taking care of their vehicles. See email example below:

Click here to get tips to improve face-to-face greetings.

Views: 81

Comment

You need to be a member of DealerELITE.net to add comments!

Join DealerELITE.net

dE Sponsor

Latest Activity

knorr kendra posted a blog post
3 hours ago
Profile Icon via Twitter
Checking out "How Your Service Advisors Can Build Better Relationships and Gai" on @dealerELITE: https://t.co/YvmeYNDsF8
Twitter5 hours ago · Reply · Retweet
Sally Whitesell posted a blog post
11 hours ago
Mike Esposito posted a blog post

Auto/Mate Wins "Best Places to Work" Award in New York’s Capital Region

ALBANY, N.Y. – November 12, 2018 – Auto/Mate Dealership Systems announced today it has been named…See More
18 hours ago
Profile Icon via Twitter
Checking out "Write Service Podcast: Episode 51- Exclusive CBT Interview w/Jef" on @dealerELITE: https://t.co/5w3nrRAeCV
Twitteryesterday · Reply · Retweet
Profile Icon via Twitter
The Theory of 5 Amazon Download Event $3.99 LIMITED TIME - https://t.co/fRWOKTU2Ma https://t.co/aroYipnCoW
Twitteryesterday · Reply · Retweet
DealerELITE updated an event
Thumbnail

The Theory of 5 Amazon Download Event $3.99 LIMITED TIME at Online

November 12, 2018 to November 15, 2018
Mark your calendars ... November 12 th to 15th to download Chris Saraceno's (DealerELITE…See More
yesterday
Profile Icon via Twitter
Checking out "TIP OF THE DAY - EP.160" on @dealerELITE: https://t.co/Xzgmtm4Ci7
Twitteryesterday · Reply · Retweet

de sponsor

Get Newsletter

dE Sponsor

© 2018   Created by DealerELITE.   Powered by

Badges  |  Report an Issue  |  Terms of Service